Promotional tools and Advertising Advertising lecture MK, Unit 13.
S1 ADVERTISING UNIT
description
Transcript of S1 ADVERTISING UNIT
![Page 1: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/1.jpg)
S1 ADVERTISING UNIT
Promote your school
![Page 2: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/2.jpg)
What is Advertising? If you have something you want to
promote or sell and you want to draw attention to it , you advertise it.
There are many different types of advertising:
1. Newspaper2. Radio3. TV4. Cinema5. Internet6. Word of Mouth
![Page 3: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/3.jpg)
Advertise your School. You are required to promote your
school to the community.
![Page 4: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/4.jpg)
YOUR JOB …..…. IS TO PERSUADE LOCAL PARENTS THAT DRUMMOND COMMUNITY HIGH SCHOOL IS THE BEST SCHOOL FOR THEIR CHILDREN TO ATTEND.
HOW DO YOU DO THAT?????PERSUASION
LET’S EXPLORE SOME PERSUASIVE ADVERTISING TECHNIQUES …..
![Page 5: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/5.jpg)
What is persuasion?Persuasion is a means of convincing people….• to buy a certain product• to believe something or act in a certain way• to agree with a point of view• Or TO CHOSE DRUMMOND COMMUNITY HIGH AS THEIR
FUTURE HIGH SCHOOL!
DCHS
![Page 6: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/6.jpg)
Common persuasive techniques often used in advertising
• Slogan and Logos• Repetition• Bandwagon• Testimonial • Emotional Appeal• Expert Opinion• Use of Rhetorical Questions
Purpose? … to get
future students to
come to DCHS
![Page 7: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/7.jpg)
SLOGANS Slogans are short, catchy phrases used by
advertisers to promote a product.
If effective, they remain in the memory long after the campaign has finished
Can you work out these ……..?
![Page 8: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/8.jpg)
Snap! Crackle! Pop!
Finger Lickin’ Good
Because You’re Worth it
Just do it
I’m lovin’ it.
![Page 9: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/9.jpg)
Drummond Community High School Slogan????
You will need to think up a short, catchy slogan to promote your school to future students …
Ideas???
Drummond … A school for tomorrow’s leaders.Drummond… great teachers, great opportunities!
![Page 10: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/10.jpg)
Logos Logos are symbols that a
business or product will use that is easily recognisable …
Do you recognise these?
![Page 11: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/11.jpg)
![Page 12: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/12.jpg)
![Page 13: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/13.jpg)
![Page 14: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/14.jpg)
![Page 15: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/15.jpg)
![Page 16: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/16.jpg)
![Page 17: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/17.jpg)
![Page 18: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/18.jpg)
![Page 19: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/19.jpg)
Advertisers play on our insecurities and needs. (Think of all the insurance adverts, cosmetic adverts)
They know that people want to:• feel safe• Feel that they belong or are accepted by others• Be part of a relationship, good looking and popular• Secure in old age.• Be good parents ….• Advertisers use LOTS of GUILT on parents “give your child the best
possible start in life …. (otherwise you are a REALLY BAD PARENT!!!)
=> Advertisers try to persuade consumers that they can buy a better life.
Another Persuasive Technique …. Needs, fears and
aspirations
![Page 20: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/20.jpg)
How could you use “Guilt” in your advertisement for Drummond?
You will need to convince parents that Drummond IS THE BEST POSSIBLE EDUCATIONAL CHOICE FOR THEIR CHILD ….
How will you do that?• Show that DCHS is safe, small, caring and successful.
(photos of happy, smiling students!)• Show colourful photos of the school and students• List School Achievements and Awards• Get Quotes from past and present students• Convince people that this is the right school for
their child
![Page 21: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/21.jpg)
Repetition: The name of a product is repeated many times
HEAD ON Apply directly to the
forehead
HEAD ON Apply directly to the
forehead HEAD ON Apply directly to the
forehead
![Page 22: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/22.jpg)
How could we use Repetition?Repeat the word “Drummond” to remind people of the school’s name.
e.g. At Drummond, we care for your child ..At Drummond, we strive for success ..At Drummond, we look to the future.
Repeat strong emotional words such as “success”, “achievement”, “happiness”
e.g. Drummond is the school for today, the school for tomorrow and the school for the future.
Succeed in class, succeed in life, succeed at Drummond!
![Page 23: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/23.jpg)
Three Part Lists
Use “Three part Lists” to explain why Drummond is a such a good school
e.g. Drummond is small, caring and strong!
Our teachers are talented, helpful and kind.Our Cafeteria is clean, bright and spacious
![Page 24: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/24.jpg)
Bandwagon
A statement suggesting that everyone is using a specific product, so you should too
![Page 25: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/25.jpg)
How could we use Bandwagon?
Who are our feeder schools?Do most of them come to this school?
Þ Use this information to show that “EVERYONE comes to Drummond … you should too!”
Þ (Otherwise, you’ll feel left out and odd!)
“Come on and join us …. At Drummond Community High School”
![Page 26: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/26.jpg)
Testimonial
A well-known person supports a product or service
![Page 27: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/27.jpg)
Sending my children to Drummond Community High School next year!
![Page 28: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/28.jpg)
How can we use Testimonials?
Interview or quote “famous” or important people who have attended Drummond
…. E.g. The Principal! Teachers Past students
Current Students New Students
![Page 29: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/29.jpg)
Rhetorical Questions
Rhetorical questions are questions put to people... where you do not really want an answer, because the
answer is OBVIOUS!! … you also want the people to THINK about your
question.e.g. Do you want fresh breath?Does your child deserve the best opportunities?Are small classes and skilled teachers important to you?
![Page 30: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/30.jpg)
Emotional Appeal
Where a person is made to have strong feelings about a situation or product. E.g. An ex-student may have wonderful memories of going to this school.
Use images, words thatGive strong emotionsof happiness, family,achievement …
![Page 31: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/31.jpg)
Expert opinion
Experts endorse this product, so you should use it too.
“Four out of five dentists recommend sugarless gum”
![Page 32: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/32.jpg)
How can we use Expert Opinion?
Go onto the Drummond homepage on the internet and find information that shows that:
• Drummond is a small and successful school• Has wonderful supporting teachers• Has high attainment rates (we stay at school)• Has high achievement rates.
![Page 33: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/33.jpg)
Quick review
• Slogan• Repetition• Bandwagon• Testimonial • Emotional Appeal• Expert Opinion• Three Part Lists• Rhetorical Questions
How could you use these Persuasive techniques
To promoteYour school????
![Page 34: S1 ADVERTISING UNIT](https://reader036.fdocuments.net/reader036/viewer/2022062305/56816411550346895dd5bf02/html5/thumbnails/34.jpg)
GOOD LUCK AND
HAVE FUN!